Marketing Planning Of ZF Valve

With the reform and opening policy, China is accomplishing the transformation from planned economy to market economy. During this period private companies purchase some state owned enterprises (SOEs) but some SOEs do not run well because of various reasons. Company ZF, which was bought by HJ group, is a like and now it faces some problems. During the practice period I carefully diagnose company ZF in order to write this thesis and make some contributions to the company.The thesis puts forward the problems existing in the company and contrives a scheme for its development on the basis of comprehensively applying theories of marketing management, service marketing and sales management combining with the diagnoses of the company. The paper attains the company' s advantages and disadvantages for attending the valve market competition after the analysis of company' s history, actuality and the environment by using the tools of PECT, POTER and CSM. According to the sales channel, production technology, HR of company ZF, the thesis makes targets and chooses basic strategy for the company. Next the valvemarket is segmented and proper division markets are selected for the company. After that the author set down marketing tactics and necessary control measures so the plan can be performed effectively. In the last part of the article some possible problems that might be encountered in practice are discussed and corresponding countermeasures are brought forward. At last a conclusion is made and advice is offered for the company' s development.Before composing this thesis, I investigated company ZF' s product sale, materials purchase, valve production and otherwise. I think the hard work is very helpful for accomplishing this thesis. The innovation includes: this thesis holds the opinion of making best use of common management methods to strengthen company' s competition ability, establishing the service conception of fine, rapidness, sincerity for valve market, founding an arbitration group to resolve puzzles in order to turn the tables of company ZF.